LGP Welcome Center Communications Plan
World Kayak and Lets Go Paddling are pleased to announce the upcoming 2011 PR /Social Networking Campaign on behalf of Welcome Centers (Registered kayak schools).
The goal of the campaign is to hit media consistently with compelling pitches that drive earned media placements for the Let’s Go Paddling initiative and drives consumers to the LPG website to find participating Welcome Center.
Key Message Points and news hooks as applicable:
- Anti-obesity – Michelle Obama’s Let’s Move Campaign
- Anti-drug – DARE to Kayak
- Connect with Nature – Pres. Obama’s Great Outdoors Initiative
- Lifetime family-friendly sport
- Fun
PRESS RELEASE CALENDAR
Let’s Go Paddling PR will produce and distribute a calendar of press releases aimed at getting the attention of editors and ink/online/air time aimed at getting people paddling with a special focus of getting earned media during the month of June, National Let’s Go Paddling Month. Major paddlefest and other LGP events not held in June will be publicized at LGP.com. Releases will be distributed to the LGP media list, posted to the LGP website, posted to other PR web distribution services and shared with partners for additional PR assistance as described below. Press releases will be posted to Pitch Engine to facilitate viral spreading, Welcome Centers will be notified when the releases are live and given a link to the Pitch Engine posting which LGP encourages WC’s to help spread. All releases will drive traffic to Let’sGoPaddling.com website.
The following is a list of press release themes in chronologic order and suggested pitch angles Welcome Centers can take easy advantage by uploading info to the LPG.com website by stated deadlines and/or may use with their media contacts to help amplify the National media outreach effort. This list may be updated and Welcome Centers notified of additional PR opportunities as additional partners and promotions are solidified.
EARLY APRIL
• Announcement of Launch of Let’s Go Paddling 2011
LGP – will announce the program goals, structure, national partners
Recommended WC action – Utilize “Membership Announcement” press release template announcing membership in LGP and dates of free consumer paddlefest or other intro to paddling event. Distribute to local media contacts.
• National Park Week – April 16 – 24
LGP will encourage paddlers to enjoy canoe trails, rivers, etc at National Parks, spotlight key NPS units
Recommended WC action – plan ahead! If you have a national park in your vicinity that offers paddling activities, talk with the park manager or concessionaire to explore joint promotional ideas for this week and beyond.
• Announcement of paddling as fitness activity for Get America Moving – National Fitness Month (May)
LGP – press release will provide evidence of paddling as a great fitness option and mention that it supports First Lady Michelle Obama’s Let’s Move call to action and partnership with President’s Challenge
Recommended WC action – identify someone you know who has lost weight, improved overall fitness, used paddling as part of rehab from heart or injury and pitch the story angle to your local media.
If you intend to offer President’s Challenge materials and awards, please indicate so in your LGP online profile.
MID-APRIL
- Paddling as a fun way to learn water safety in conjunction during May, National Water Safety Month
EARLY MAY
- Announcement of National Let’s Go Paddling Month (June)
LGP – will announce jointly with USACK and ACA that we are designating June as National Let’s Go Paddling Month encouraging new and lapsed paddlers to try the sport through Welcome Centers; encourage existing paddlers to bring a friend paddling.
Recommended WC action – send email to database asking members/clients/customers to bring a friend paddling during June and announce appropriate June paddlefest or other free intro to paddling event.
Pitch local media on local paddler profile human-interest story: Paddler leading cleanup, conservation or fundraising efforts
MID-MAY
- Announce LGP support of National Trails Day, June 4
LGP – will announce support of National Trails Day and that getting out on river/canoe trails via tours, cleanups etc
Recommended WC action – Be sure to upload your river/canoe trail event on the LGP website by May 13. LGP will provide a list of all such events in this press release. LGP will provide a list of all such events in this press release.
Utilize LGP press release National Trails Day press release template for distribution to WC media contacts.
- Announce LGP support of National Get Outdoors Month (June)
LGP – press release will focus on paddling as a great way to spend time outdoors and spotlight several major Welcome Center events during June – e.g. Oklahoma City Mayor’s Conference, (Central) National Get Outdoors Day – Denver City Park event (Rockies), Ohio River Way Paddlefest (Midwest) et al
Recommended WC action – Be sure major June events are uploaded on LGP.com no later than May 14. Note: We are currently looking to identify spotlight major events on the East and West Coasts and South or Southeast regions to demonstrate the nationwide reach of the program.
- Announce LGP support of National Get Outdoors Day, June 11
LGP – will announce support of NGOD and paddling as a way to celebrate such, especially since June is National Let’s Go Paddling Month
Recommended WC Action –By no later than May 15, be sure to upload any paddlefest or free intro to paddling event planned on June 12. LGP press release will provide a list of all such events.
June
LGP – Weekly media alerts will be issued on Monday morning to remind media about the upcoming weekend’s Welcome Center paddling activities with link to LGP.com website.
Recommended WC action: Be sure events are uploaded to LGP website no later than May 15.
- Second week of June –LGP support National Parks and Recreation Month (July – NRPA)
LGP – spotlight will be on outstanding public parks and rec based Welcome Centers participating in LGP.
Recommended WC Action – Park and Rec based Welcome Centers should pitch local media on success stories – how paddling changed a kid’s life; kids that learned paddling at their rec centers and went on to competitive or professional success (e.g. collegiate rowing team, became paddlesports instructors, are now working in paddlesports industry, etc). Please contact Lee Hart, Brand Amp, no later than June 4 if you want your compelling story considered for mention in this press release.
JULY
- Announce LGP success stories to trade media
LGP – will produce a press release of success stories from the inaugural National Let’s Go Paddling Month. This release will also be shared with trade media in the lead up to the Outdoor Retailer Summer Market.
Recommended WC action – to be considered for mention in this press release be sure to file post-event reports to LGP no later than July 9 or pitch Lee Hart via email.
AUGUST
Sept 24 Family Health & Fitness Day
Sept. 28 national women’s health and fitness day
LGP – LGP will issue a press release about paddling as a lifetime, multi-generational sport for the whole family. A second release will focus on health benefits for women. Long-lead women’s magazines will have been pitched in Spring 2011.
Recommended WC action – send LGP pitches about multi-generational paddling families in your community; pitch heart-healthy/weight loss/toning stories about any women who have fallen in love with paddling or for who paddling has made a significant positive effect in their well-being. IMPORTANT NOTE: Please get these pitches to LGP by April 1.
Deadline for inclusion in short-lead media release is Aug. 31.
Third week of September – LGP season summary
LGP – will produce a summary of stats and highlights from Let’s Go Paddling 2011. Metrics will include participation numbers, success stories and online metrics and analytics to establish baseline measurement to demonstrate growth of the program in subsequent years.
Recommended WC Action – submit post end of promo reports to LGP no later than Sept. 11
MEDIA SUPPORT
Paddlesports Industry
LGP will share the above press releases with our paddlesports industry partners and count on these partners to also disseminate these press releases to their media databases. Specific partners include:
- USA Canoe Kayak
- American Canoe Association
- Rapid Media
Federal Partners
At this time, national partners have not confirmed PR assistance, however they have agreed to help publicize LGP through Home Page based LGP banners or buttons and online LGP content.
- US Fish and Wildlife Service/National Refuges
- America’s State Parks
- National Park Service
Vertical Media
• Rapid Media will be promoting Let’s Go Paddling in print and online to encourage existing paddlers to Grab a Friend and Let’s Go Paddling in all of their paddling titles:
- Kayak Angler
- Rapid
- Adventure Kayak
- Canoe Roots
- Rapid Media is offering free trial e-subscriptions to Let’s Go Paddling Paddlefest participants
- Through Dec. 31, 2011, Rapid will host and publicize a “Why I Love Paddling” film competition LGP will select certain videos from entries to feature on the main LGP website so that non-paddlers can see from real paddlers why paddling is such a great sport. Comp winner are eligible for $500 cash prize and their film being featured in 2011 Reel Paddling Film Fest.
• World Kayak will promote LGP to its 120K unique monthly viewers and 5500 active bloggers encouraging all visitors to Grab a Friend, Let’s Go Paddling, especially during June, National Let’s Go Paddling Month.
Non-vertical Media
Outside magazine will include mention of Let’s Go Paddling in its June issue.
SOCIAL MEDIA CAMPAIGN
The goal of the social media campaign is to generate leads to reach new paddlers, build awareness for paddlesports, connect partners and help drive increased paddling participation.
Keywords (in combination with your town name, e.g. “canoe instruction louisville”): paddling, paddling fitness, paddlesports, paddlesports instruction, canoe instruction, kayak instruction, canoe lessons, kayak lessons
Twitter – @LetsGoPaddling
LetsGoPaddling has established a Twitter account and we will be inviting folks to join and sending LGP updates to subscribers daily. Examples of Tweets include: The registration of a new Welcome Center, upcoming Paddlefests, national tie-ins (National Fitness Month, National Great Outdoors Month, National Trails Day, National Get Outdoors Day), reports from Official Welcome Centers, broader consumer interest paddling news, etc
Recommended WC action:
- Fans can click on the Twitter icon on the LGP.com home page to become a Twitter follower
- If you don’t already have a Twitter account(s), establish one, either for your facility
- Fill in your Twitter handle during your LGP registration so LGP can begin following you
- Follow @LetsGoPaddling
- Encourage your Twitter followers to follow @LetsGoPaddling
- Use the hashtag #letspaddle for all tweets related to your LGP events, activities, news
- Timely tweet about news from your WC that relates to the above Press Release calendar
Let’s Go Paddling has set up a Facebook Fan Page of the same name.
FB fan page link will be accessible from LGP.com home page
LGP’s Twitter and FB fan page will be linked
LGP will send updates to fans in support of the above PR calendar
LGP will monitor the fan page daily and reply to fan posts
Post some of your best photos and videos from your LGP events to the LGB FB fan page
Through May and June, LGP will regularly post fun polls, quizzes and contests to engage the community and stimulate participation
Recommended WC Action:
- If you don’t already have them, set up a Facebook fan page for your facility and set up a Facebook event page for your Paddlefest or LGP Month free intro to paddlesports event
- Invite your database and paddlefest (or free intro to paddling participants) to become a LGP FB fan and post about their experiences at your facility/event
- Contact Lee Hart via email or FB direct message if you have LGP-related lesson promos or sales events you would like to make available exclusively to FB LGP fans.
Summary Calendar of WC Recommended PR Deadlines
Welcome Centers are advised to have their events uploaded and or stories pitched to LGP PR contact by the following dates in order to be considered for inclusion in the press releases as described.
| Deadline | Topic | Press Release | Release date |
| April 1 | LGP 2011 | LGP 2011 | First week of April |
| April 1 | Family/women’s health fitness | Pitching long lead media for Sept. articles | April pitching |
| May 15 | River Trails | National Trails Day | Mid May |
| May 15 | June paddlefests or free intro to paddling events | National Get Outdoors Month | Mid May |
| May 15 | June 12 events | National Get Outdoors Day | Late May |
| May 15 | June events | National Let’s Go Paddling Month media alerts | Every Monday through June |
| June 4 | Parks & Rec focus | National Parks and Rec Month | 2nd week of June |
| July 9 | Results (for trade) | National Lets Go Paddling Month results, successes | 2nd week of July |
| Sept. 11 | Results (for consumer and trade) | Detailed season in review program results, success | Third week of September |
Miscellaneous PR opportunities
Feb. 2 National Girls and Women in Sports Day: Play, Believe, Achieve. WCs are encouraged to celebrate women paddlers in their community. Plan mom/daughter pool sessions, intro to paddling sessions at schools, mentors, etc.
March 22 World Water Day. Overall global theme this year is urban water but doesn’t mean you can’t make a splash highlighting the connection between appreciating natural water resources, conservation, etc.
National DARE day – April 7. WC’s using DARE to Kayak curriculum should notify Lee Hart by no later than March 1, after which a press release will be issued with a list of participating DARE to Kayak providers
National Physical Education and Sports Week May 1 – 7. WCs are urged to plan ahead and offer an intro to paddlesports session to local public and/or private school phys ed teachers during this week. If you schedule such a session, it’s a great time to also distribute brochures and flyers for your LGP intro to paddlesports clinics, festivals, lesson programs. Aim your messages at the parents!